How to run other Ad Exchange Native formats and compare performance

How to run other Ad Exchange Native formats and compare performance

The beauty of Native ads on Google Ad Manager is that the publisher gets to design them instead of the advertiser. Google inserts the native ad components from the advertiser into many different layouts or styles as the publisher defines them.

This revenue stream runs via Ad Exchange Dynamic Allocation providing more demand and competition for a publisher’s ad stack.

How to create Native styles

  1. Sign into Google Ad Manager
  2. Go to Delivery > Native
  3. Click “Create Native Ad”
  4. Select “Guided Design Editor”
  5. Give your Native style a name. We suggest you follow this naming convention if applicable (this would later make more sense when running a report to compare performance):
    <domain>_<inventory>_<device>_<size>_<native format>
  6. Under “Choose your path,” select one:
    1. Customizable for in-feed (default): (AdX auction and direct-sold) Use this option for in-feed native ads.
    2. Google-designed for in-article (Beta): (AdX auction only) Use this option for ads that won’t appear inside feeds; these ads work best in an article or outside the main content area. Google chooses the ad design, you can update the font and color, and you’ll be serving native ads quickly.
  7. Choose the ad size

Standard format

Not all formats are compatible with every ad size. Once you select a size, the unsupported formats will be grayed out.

standard format

Here’s the fun part: for example, if you’d like to run all the formats available for a 728×90 ad size, all you need to do is create separate Native styles to make it happen.

Native Style 1: mysite.com_adunit1_desktop_728x90_content

native ad style

Continue to customize the Native Style > specify inventory to target > save.

Native Style 2: mysite.com_adunit1_desktop_728x90_appinstall

native ad style 2

Comparing performance

You can run a query to see how each of your ad styles and formats perform.

#1: In Ad Manager, go to Reports > Queries > New Query

#2: Report Type: Historical

#3: Set the date range depending on your need

#4: Add filter/s if necessary

#5: Dimension:

Native Style Name – select this if you’d like to see the performance per native style you created.

native style

Native Ad Format Name – select this to see the performance by ad format.


#6: Add any other dimension you’re interested to see, like ad units, device category, etc.

#7: Select the Metrics you need

select metrics

#8: Run the report

Re-check your Ad Exchange line items

For Native demand to work, it should be trafficked in your Ad Exchange line items:
line items

It should also be included in the Creative Size overrides:

ad sizes


There you have it! Now you can test out multiple native ad formats and provide more competition for your ad stack. For more tips on how to optimize your ad revenues in 2019, contact MonetizeMore for a free consultation today!

Kean Graham

CEO and Founder at MonetizeMore

Kean has been a pioneer in the AdTech world since 2010 who believes in the supremacy of direct publisher deals, programmatic advertising, and building ad technology as keys to scaling ad revenue. Here, he provides publisher resources and guides covering areas like website monetization, AdSense optimization, Google Ad Manager, Ad Exchanges, and much more.

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